Yerin Baek on Running Her Own Label, ‘tellusboutyourself,’ and Performing a Song for ‘Crash Landing on You’

In September 2019, Yerin Baek, then of K-pop duo 15&, made one of the biggest moves of her career as a musician: She announced her contract had ended with JYP, one of South Korea’s biggest entertainment companies, and that she would be starting her own independent label after spending 12 years training and performing at JYP.

Baek launched that label, Blue Vinyl, in November and continued the solo artist career she started in 2015 while under JYP. That shift, from working at a giant company to running your own business, meant seismic changes for Baek and the music she made as she finally had full control.

“It’s true that I was a little scared, but having spent quite awhile working in the system of a big company, I felt that it was about time for new experiences,” Baek told ELLE.com of starting her own label now, one year in. “Even though it’s a small label, it’s very encouraging to have my own label. Even though there’s more weight on my shoulders, I feel freer and happier to work in a new system, gathering opinions with my small staff and putting our heads together.”

Baek’s output at Blue Vinyl has been prolific, of course: In the last year, the 23-year-old artist released two full-length albums, December 2019’s Every letter I sent you and December 2020’s tellusboutyourself, a candid pop and R&B album about figuring out yourself and navigating relationships in your 20s, which was in all English for her international fans. (Baek has over 701,000 followers on Instagram.) Baek released a remix album for tellusboutyourself in February 2021, offering a fresh new take on her tracks as she continues to grow and evolve as an independent artist.

Baek’s music also played a huge role in popular K-drama Crash Landing on You, with the singer performing one song in the show, “Here I Am Again,” that was played during many of the drama’s most pivotal, emotionally-heavy moments. That song peaked at #6 on Billboard’s K-pop hot 100 chart, her highest position on the chart yet.

Baek spoke to ELLE.com about creating tellusboutyourself, how she felt taking in the reception to her Crash Landing on You song, and what she wants people to know about who she is now, as a solo artist running her own label.

Take ELLE.com through each track on tellusboutyourself: What do the songs mean to you? Which is your favorite, and why?

Each track has its own persona. The “us” in the title of the album refers to the tracks and the title asks to tell them about “yourself.” It also asks people for their thoughts. My current favorite is “Loner”! It’s about outsiders and it expresses their emotions when situated in a group they can’t blend in to no matter what their personality is like, which I think is why a lot of people empathize with the song.

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You told Bandwagon that you tend to write music based on “true events that have happened to me.” You write about lost relationships, love, friendship, and your image in this album. How did writing these songs change the way you looked at the relationships in your life? What did you learn about yourself writing and making this album?

It used to be a habit of mine to give more and trust more, but now I only take care of my closest circles and cherish them the most. I guess it feels like I’ve become stronger?

In this album, you explore a variety of music genres. Which was your favorite to create music in and why?

When a new producer joined our team, I was able to take a chance on musics that are different from the music I used to make and listen to. I pushed myself the farthest for “HOMESWEETHOME” and “Bubbles&Mushrooms”. I tried my hand at House and 2-step and I think they suit me better than I had expected – I want to keep challenging myself.

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You wrote this album in English to reach your international fans. How have you felt, taking in their response to your album?

It made me want to have a tour anytime soon! I can’t wait to meet my international fans and I want to bring with me good music so that our encounters can be refreshing.

Is there any particular lyric you wrote that you’re most proud of? Why does it resonate with you so much?

I like the bridge in “Hate you,” which goes like “getting into someone’s life is so easy, but also hurting is so easy.” Making this album, I wanted to write about the fact that while it’s easy for one to enter another person’s life, at the same time it’s also that easy to hurt them. Not sure if I’m in the place to say this, but I wish there were less people who hurt others in this world.

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How have your fans changed the way you see yourself over the years?

They’ve made me love myself. While I used to be immersed in the thought that I was never enough, my fans have filled me with good thoughts instead. I also get a lot of good energy from them while performing on stage.

The pandemic has put most tours on hold and forced most of the world into quarantine. What’s a day in the life been like for you? What have you done for self-care when things have felt harder?

I keep myself at work. I’ve been only going back and forth between my house and studio. I’ve also been resting well and getting regular care for my mental health.

You explore relationships a lot thematically in this album. What advice or wisdom do you think every twentysomething should know about navigating love and friendships while also maintaining their own identity?

I think you need time to slowly learn about what kind of a person you are. This might be cliché, but I hope you are able to make good use of the time we have at hand right now – because of the pandemic restricting a lot of our daily activities—figuring out what you like and what makes you truly happy.

What’s your dream goal to accomplish in the U.S. music scene?

First and foremost, I really want to have a tour. I also want to collaborate with artists outside of Korea if an opportunity comes.

Your song “Here I Am Again” appears in one of the best scenes of Crash Landing on You. What has it been like taking in the reception to your song?

It was unexpected. I was very grateful for such undeserving love I received, especially because I don’t sing soundtracks that often.

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Tell ELLE a little about the remix album for tellusboutyourself. How did you choose which producer would remix which song? How did you feel listening to the remixes for the first time?

The remix album happened because the artists I’ve always loved so gladly accepted my request for a remix. Listening to the remixes for the first time, I was shocked because they were too good. The unexpected arrangements made the album even more special.

You literally named your album tellusboutyourself. For new fans just discovering your work, tell them and ELLE a little about yourself with these rapid-fire questions.

One word to describe your personality

Aesthetic. It’s a keyword I often use to search for pictures because good ideas inspire me.

Favorite Disney character

Vanellope from Wreck-It Ralph. I love her funky, tomboy-ish character. I’m like that too sometimes, I have that side of me.

Favorite movie

The Handmaiden (아가씨). I like Kim Min-hee.

Favorite TV show

Infinite Challenge (무한도전) and SPOTV 킥오프쇼

Favorite hair color you’ve tried

Ginger. I find the Irish redhead look very beautiful.

Best thing in entertainment you’ve seen/listened to/read/play etc in quarantine

NPR Live, Attack on Titan (진격의 거인) on Netflix.

Dream place to vacation (when it’s safe to again)

Tokyo, France, London

Favorite snack

Blue Moon?

Favorite K-drama ever

Voice season 2 and 3

First celebrity crush

Park Hae-il

Favorite designer

Chanel, Virginie Viard

Favorite emoji

??

Go-to karaoke song

“Saving All My Love For You,” Whitney Houston

You can stream tellusboutyourself on YouTube and Spotify. Its remix album can also be streamed on both platforms.

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